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Ulrich Adam


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CEMA, Germany

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Ulrich Adam

  1. 1. Mainstreaming Precision Agriculture & digital farming in Europe: what policies are needed to boost further innovation & uptake? EUROPEAN AGRICULTURAL MACHINERY Ulrich Adam 24 May 2016 1
  2. 2. 1. 4,500 manufacturers 2. 450 machine types 3. €26 billion annual turnover & 260,000 people employed 4. World’s largest producer of farm equipment (31% of global production) 5. Among the highest-ranking European industries in terms of innovativeness + competitive advantage CEMA – the voice of the manufacturers of agricultural machinery in Europe ( EUROPEAN AGRICULTURAL MACHINERY 2
  3. 3. European agricultural machinery – leading the world in production & innovation A ‘small’ industry… when compared to the automotive industry… 3 …the largest industry among the agricultural inputs industries in Europe!
  4. 4. €10 Billion Investment in R & D Over The Last 5-6 Years
  5. 5. Precision Agriculture – a triple-win technology Higher Productivity Economic & other benefits for the farmer Greater Sustainability  Higher yield potential  Less crop damage and crop loss  Less quantity of inputs (fuel, water, fertiliser etc.)  Higher use efficiency  More environmental protection .  Greater application speed  Reduced working hours  Lower production costs 5
  6. 6. PRESENT & FUTURE: Precision Farming • Manifold opportunities • Lowering fuel consumption of the vehicle for the same job • Increasing the energy efficiency over the process • Increasing resource efficiency in general (pesticides, fertiliser, water...) • …and various challenges • technical: accurate localization • technical: robustness, compatibility (also part of big data), reliability of systems • technical: simple data transfer? Data communication, harmonization of transfer language is a bottleneck • economic: integration in FMIS • economic: tangible benefits? - are there good calculator tools? What about data on aggregate benefits?
  7. 7. PRESENT & FUTURE: Precision Farming • Trends: • More data coupled to position (quantitative and qualitative) • More options to capture soil data • More decision tools for entire processes (e.g. N-cycle)
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  10. 10. Digitisation: smart agricultural machinery & the Internet of Things (IoT) Adapted from: Porter and Heppelmann: How Smart, Connected Products Are Transforming Competition, Harvard Business Review, 2014, 10
  11. 11. PRESENT & FUTURE: Big data & Internet of Things • Opportunities: • Ever more data & connectivity: harmonization of data transfer & direct transfers from machine to farm and from farm to application in the cloud = more integrated systems with multiple vehicle/sensor data over the entire process to optimise inputs and maximize outputs. • Data refinement: making sense of data turning it into intelligence & advice • Interactive platforms: sharing & provision of apps etc. • Bits are cheap: so will it be really for farmers at all scales? DKE
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  13. 13. Digital transformation of the agri-food production chain: towards total traceability & transparency?
  14. 14. Precision technology & digital solutions in farming – THE biggest global opportunity? GLOBAL OPPORTUNITY REPORT 2016: Smart farming is “…a mature opportunity, adaptable across geographies and scale, and with readily available solutions in the market.”
  15. 15. Mainstreaming Precision Farming with the help of modern tractors… • Modern 200+ hp tractor includes: • 15+ control unites, 23 controller subsystems, automatic control via sensor inputs and operational outputs, telemetry, machine-to-machine communication • Plus ‘carried-in’ mobile technology such as smart phone, tablet, third-party control systems • Plus working with increasingly smart implements… • Still not widely understood how much of a positive environmental contribution a modern agricultural machine can make!
  16. 16. Precision Agriculture – applications on a modern sprayer 16
  17. 17. But what about farm investment in Precision Agriculture in times of (yet another cyclical [?]) crisis?
  18. 18. Mainstreaming Precision Farming: tackling the uptake barriers • Strengthen farmers’ investment capacity: • Mechanisms needed to ensure farmers at all scales can access PF technology (or corresponding contractual services) • Certain systems still only profitable as of a certain farm size (e.g. auto- guidance as of 100-300ha) • Promote training & skills: • Farm operator education to focus on e.g. farm management acumen, necessary technical/IT know-how • Supportive efforts by industry: promote ease of use, reduce complexity of the technology, ensure compatibility of machines and systems
  19. 19. Mainstreaming Precision Farming in EU policy • European Parliament: 2 own-initiative reports on 'enhancing innovation and economic development in future European farm management‘ and on ‘technological solutions for sustainable agriculture‘: • EU should stimulate the uptake of precision farming technologies • Align EU policies to promote more effectively ICT in agriculture • Support partnership project to develop precision farming techniques • Strengthen research on precision farming & robotics under Horizon 2020 • Improve evidence base (upcoming STOA study, JRC study) • European Commission: H2020, EIP-AGRI, AIOTI, CAP post-2020
  20. 20. Mainstreaming Precision Farming: the case for stronger EU policy support • A new strategic agenda for the CAP post-2020: • Make the CAP a forward-looking tool focused on enhancing sustainable farm productivity (TFP) & to support farm investment capacity in desirable innovations (such as Precision Farming) • New support mechanisms to be considered: productivity ‘bonus’, crop yield insurance schemes, shifting 15% of CAP to R&D… • Accelerate research through dedicated support for industrial R&D in the most promising areas of Precision/Digital/Smart Farming: • Drive up research funding (H2020, EIP-AGRI, AIOTI) • Ensure manageable compliance costs for product-specific EU legislation • Adapted lead time for industry to implement costly regulatory changes (as low-volume industry, limited R&D budgets, adapted framework for SMEs)
  21. 21. Future outlook: mainstreaming WHICH kind of Precision & Smart Farming? • Challenges/risks – how disruptive will digital technology integration in agriculture turn out to be? • Closing the digital divide: broadband internet in many rural areas still insufficient to make use of internet services with big data • Winner-takes-all dynamics leading to market concentration? There will likely be little, if any, demand for the 10th-best farm management software, even it go the job done almost as well. This is relative performance. People will not spend time or effort on the 10th-best product when they have access to the best! • Who will run the platforms? And how exactly will the money be made? • Weakening of the farmer in the supply/balue chain and/or vs. input industries? Or will farmers be stronger (through e.g. direct marketing tools)?
  22. 22. • Data ownership (just stating that the farmer is owner is not enough, what about data floating around on cloud systems, who controls what?). • Security, data privacy, protection of proprietary data? • Split between machine-specific data (working of the machines, data related to repair and maintenance), agronomic data and personal data – where exactly are the boundaries? Future outlook: mainstreaming WHICH kind of Precision & Smart Farming? (2)
  23. 23. All the news & updates on: 23
  24. 24. Join the debate!  Sign up to CEMA’s monthly Newsletter  Follow CEMA on Twitter  Like CEMA on Facebook  Join the CEMA group on LinkedIn  Watch CEMA videos on YouTube 24
  25. 25. Thank you! Dr. Ulrich Adam CEMA Secretary General T: +32 2 706 81 73 Boulevard A. Reyers 80 B-1030 Brussels 25